TaylorMade Maxfli Merge


TaylorMade-adidas Golf has acquired the Maxfli brand of golf balls and accessories from the Dunlop Slazenger Group Limited. The agreement took effect on Dec. 31, 2002, though financial terms of the agreement were kept secret.
A licensing and distribution agreement that was put in place around a year ago had the Dunlop Slazenger Group manufacturing Maxfli, Slazenger, Dunlop and TaylorMade balls at its Westminster, S.C., factory. TaylorMade's share in the highly competitive golf ball market was less than one percent before the agreement.
'By combining TaylorMade's resources with Maxfli's, we've been able to lower production costs,' said TaylorMade president and CEO Mark King. 'In addition, Maxfli Noodle_lgwe've strengthened our research and development department and our sales force by merging Maxfli's with TaylorMade's. And we've added quality Maxfli personnel to our executive staff and marketing department.'
The Maxfli Noodle was recently voted as Golfweek's Ball of the Year by a nationwide panel of 12 leading retailers based on sales performance and product quality.
With the acquisition, TaylorMade has become a major player in all golf departments including balls, clubs, accessories, clothing and shoes.